Independent agency leaders Laura Pace and David Heron have launched The Curiosity Collective, a new group bringing together specialist agencies under one roof as an alternative to private equity-backed holding companies.
The collective unites B2B events agency Yellow Fish, brand and marketing strategy shop Blue Panda, and newly launched consumer experiential agency Untold. The structure is designed to give clients direct access to senior leadership and bespoke teams without competing agency P&Ls or holding company red tape.
The launch of Untold is the headline new addition, created to capitalise on growing demand for immersive, real-world brand experiences. Ellen Robinson joins as managing director, bringing 13 years of marketing experience across brands including Guinness, Smirnoff, Buffalo Trace and Nintendo. She is joined by strategy lead Jay Davis, who has worked with Netflix, TikTok, Peroni and Qatar Airways, and award-winning creative director Katie Collins, who brings over 11 years of experience across advertising, content and experiential design.
Janine Hart steps up to managing director of Yellow Fish’s global B2B business events and incentives offering, while Sarah Pick continues to lead Blue Panda. Jess Charles moves into the role of chief operating officer across the collective, having previously held senior positions at Wonder and The Black Tomato Agency.
Since Pace acquired Yellow Fish in 2021, the group has grown turnover by 525%, from £1.84m to £11.5m in 2025, with a team of 42 and a combined revenue target of £13m this year and £20m for 2027. The collective operates from London and Brighton, with a newly registered US business, and works with brands including LVMH, Samsung, Mazda, Geely and Currys.
Pace said: “The Curiosity Collective brings together focused agencies and gives brands direct access to senior talent, while retaining the independence and entrepreneurial thinking that makes those businesses distinctive.”
Heron added: “We’re combining some of the sharpest minds in strategy, live events, brand building and experiential design to do things differently, bringing the specialists together around the challenge.”
Watch our Unfiltered interview with Laura Pace: Laura Pace on female leadership, real values and the evolution of brand experience